Course outline (Trimester 3, 2017/2018)

NAMA KURSUS : PRINSIP PEMASARAN

(COURSE NAME) (Principles of Marketing)

KOD KURSUS : MGM3211

(COURSE CODE)

KREDIT : 3(3+0)
(CREDIT)

JUMLAH JAM : 120

PEMBELAJARAN
PELAJAR
(STUDENT LEARNING
HOURS)

PRASYARAT : Tiada
(PRE-REQUISITE) (None)

HASIL
PEMBELAJARAN : Pelajar dapat:
(LEARNING (Students are able to:)
OUTCOMES)
1. menghuraikan konsep dan prinsip asas pemasaran (C2, CS)
(explain the concepts and basic principles of marketing)

2. mengaplikasi elemen campuran pemasaran dalam pembuatan

keputusan pemasaran (C3)
(apply the marketing mix elements in marketing decision
making)

3. mengenal pasti strategi pemasaran berorientasikan pelanggan

dalam pengurusan pemasaran (A3, TS)
(identify the customer oriented marketing strategies in
marketing management)

SINOPSIS : Kursus ini merangkumi pendekatan pengurusan dalam

memahami pembuatan keputusan pemasaran. Pembangunan
campuran pemasaran dan strategi pemasaran ditekankan.

(This course covers the managerial approach in

understanding marketing decision making. Developing the
marketing mix and marketing strategies are emphasized.)

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 Course outline (Trimester 3, 2017/2018)

KANDUNGAN Jam
KULIAH Pembelajaran
(COURSE CONTENTS) Bersemuka
(Face-to-face
Learning Hours)
KULIAH
(LECTURES)

1. Pemasaran dan proses pemasaran 3

(Marketing and the marketing process)
- Pasaran dan keperluan pengguna
(Market and consumers’ need)
- Pembentukan perhubungan pelanggan
(Developing customer relationship)

2. Persekitaran pemasaran 3
(Marketing environment)
- Persekitaran pemasaran mikro
(Microenvironment of marketing)
- Persekitaran pemasaran makro
(Macroenvironment of marketing)

3. Jenis pengguna 3
(Types of consumers)
- Pasaran pengguna dan gelagat pembelian pengguna
(Consumer markets and consumer buyer behaviour)
- Pasaran perniagaan dan gelagat pembelian perniagaan
(Business markets and business buyer behaviour)

4. Strategi pemasaran berorientasikan pelanggan 3

(Developing the customer driven marketing strategy)
- Segmentasi dan pensasaran
(Segmentation and targeting)
- Pembezaan dan pemposisian
(Differentiation and positioning)

5. Produk, perkhidmatan dan penjenamaan 6

(Product, services and branding strategies)
- Klasifikasi produk dan perkhidmatan
(Product and service classification)
- Pembangunan produk baharu
(New product development)
- Kitaran hayat produk
(Product life-cycle)
- Strategi penjenamaan
(Branding strategies)

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 Course outline (Trimester 3, 2017/2018)

6. Strategi penentuan harga 6

(Pricing strategies)
- Penentuan harga berasaskan nilai pelanggan
(Customer value-based pricing strategy)
- Penentuan harga berasaskan kos
(Cost-based pricing strategy)
- Penentuan harga campuran produk
(Product mix pricing strategies)
- Penentuan harga pengubahsuaian
(Price adjustment pricing strategies)
7. Saluran pengagihan pemasaran 6
(Marketing distribution channels)
- Jenis saluran pengagihan pemasaran
(Types of marketing distribution channels)
- Pengurusan rantaian pembekalan
(Managing supply chain management)
- Peruncitan
(Retailing)
- Pemborongan
(Wholesaling)
8. Strategi komunikasi pemasaran bersepadu 6
(Integrated marketing communication strategy)
- Proses komunikasi pemasaran
(Marketing communication process)
- Pengiklanan dan hubungan awam
(Advertising and public relations)
- Penjualan bersemuka dan promosi jualan
(Direct selling and sales promotion)
- Pemasaran langsung
(Direct marketing)
9. Pemasaran digital 3
(Digital marketing)
- Jenis pemasaran digital
(Types of digital marketing)
- Strategi pemasaran digital
(Digital marketing strategies)
10. Isu semasa pemasaran 3
(Currents issues in marketing)
- Etika dan tanggungjawab sosial pemasaran
(Marketing ethics and social responsibilities)
- Pemasaran lestari
(Sustainable marketing)

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 Course outline (Trimester 3, 2017/2018)

Jumlah (Total) 42

PENILAIAN : Kerja Kursus 70%

(ASSESSMENT) (Coursework)

Peperiksaan Akhir 30%

(Final examination)
JUMLAH (TOTAL): 100%

 Menurut kandungan kuliah/silibus, bab 1, 2, 3, 5, 7, 8, 9, 11,

12, 13, 14, 15 & 17 sahaja yang akan dirangkumi untuk
semester ini.
[According to course content/syllabus, only chapters 1, 2, 3, 5,
7, 8, 9, 11, 12, 13, 14, 15 & 17 will be covered for this
semester.]

 Markah keseluruhan untuk Kerja Kursus ialah 70%. Ia terdiri

daripada tugasan (30%), Ujian 1 (20%) dan Ujian 2 (20%).
[The total marks for Coursework is 70%. It includes assignments
(30%), Test 1 (20%) and Test 2 (20%).]

 Ujian 1 akan dijalankan pada 02/04/2018, jam 8-9.30pm (Bab 1, 2,

3 & 5); dan Ujian 2 akan dijalankan pada 07/05/2018, jam 8-
9.30pm (Bab 7, 8, 9, 11).
[Test 1 will be conducted on 02/04/2018, 8-9.30pm (Chapters 1, 2,
3 & 5); and Test 2 will be conducted on 07/05/2018, 8-9.30pm
(Chapters 7, 8, 9 & 11).]

 Untuk tugasan, ianya boleh berbentuk sama ada analisa kes

ringkas, penyediaan rancangan pemasaran, pembentangan, ulasan
artikel terpilih, kehadiran kuliah, dan sebagainya.
[For assignments, it can be short cases analysis, marketing plan
development, presentations, reviewed of articles, attendance, and
others.]

 Untuk Peperiksaan Akhir, tarikh, masa dan tempat adalah

tertakluk kepada keputusan pejabat Timbalan Dekan (Akademik)
FEP dan Bahagian Akademik/Peperiksaan UPM.
[For Final Examination, the date, time and venue for final
examination is decided by FEP Deputy Dean of Academic office
and UPM Academic/Examination Unit.)

Format Peperiksaan Akhir:

- 50 MCQs (jawab semua) dan 5 Esei pendek (jawab 4 sahaja)

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 Course outline (Trimester 3, 2017/2018)

- Bab 12, 13, 14, 15 dan 17.

[Final examination format:]
- 50 MCQs (answer all) and 5 Short essay (answer 4 only)
- Chapters 12, 13, 14, 15 and 17.

Nota (Notes):

1) Sebagai peringatan, peraturan universiti telah menetapkan bahawa seseorang pelajar tidak
dibenarkan menduduki Peperiksaan Akhir sesuatu kursus sekiranya Dekan/TDA fakulti telah
memperakui bahawa kehadiran kuliah pelajar kurang daripada 80% untuk kursus tersebut.
(As a reminder, the university regulations stipulate that a student will not be allowed to sit
for the Final Examination for a course if the faculty Dean/Deputy Dean of Academic had
certified that the attendance of student is less than 80% for the course.)

RUJUKAN
(REFERENCES) : 1. Kotler, P. & Amstrong, G. (2016). Principles of Marketing (16th
Edition). Harlow: Pearson Education Limited.
==> teks utama (main text)

2. Amstrong, G. & Kotler, P. (2015). Marketing: An Introduction

(12th Edition). Harlow: Pearson Education Limited.

3. Boone, L.E. & Kurtz, D.L. (2014). Contemporary Marketing (16th

Edition). Singapore: South-Western/Cengage Learning.

4. Kerin, R.A., Lau, G.T., Hartley, S.W. & Rudelius, W. (2013).

Marketing in Asia (2nd Edition). New York City: McGraw-Hill
Educatrion (Asia).

5. Perreault, W.D., Cannon, J.P. & McCarthy, E.J. (2014). Basic

Marketing: A Strategy Planning Approach (19th Edition). New
York City: McGraw-Hill Education.

MAKLUMAT PENSYARAH:
(CONTACTS OF LECTURER):

Name: Madam Wong Foong Yee

Room E222, Second floor, Block E, FEP
Tel: 03-8946 7714
Email: fywong@upm.edu.my
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 Course outline (Trimester 3, 2017/2018)

Jadual Kuliah (Lectures Schedule)

MINGGU TAJUK
(WEEK) (TITLE)
(1) 05/03/2018 Chapter 1 – Marketing: Creating Customer Value and Engagement

(2) 12/03/2018 Chapter 2 – Company and Marketing Strategy: Partnering to Build

Customer Engagement, Value, and Relationships

(3) 19/03/2018 Chapter 3 – Analyzing the Marketing Environment

(4) 26/03/2018 Chapter 5 – Consumer Markets and Buyer Behavior

(5) 02/04/2018  TEST 1 (02/04/2018, 8-9.30pm)

(6) 09/04/2018 Chapter 7 – Customer-Driven marketing Strategy: Creating Value for

Target Customers

(7) 16/04/2018 Chapter 8 – Products, Services, and Brands: Building Customer

Value

(8) 23/04/2018 Chapter 9 – New Product Development and Product Life-Cycle

Strategies

(9) 30/04/2018 Chapter 11 – Pricing Strategies: Additional Considerations

(10) 07/05/2018  TEST 2 (07/05/2018, 8-9.30pm)

(11) 14/05/2018 Chapter 12 – Marketing Channels: Delivering Customer Value

(12) 21/05/2018 Chapter 13 – Retailing and Wholesaling

Chapter 14 – Engaging Customers and Communicating Customer

Value

(13) 28/05/2018 Chapter 15 – Advertising and Public Relations

Chapter 17 – Direct, Online, Social Media and Mobile Marketing

(14) 04/05/2018 Discussion on Current Issues in Marketing

Note (Notes):
Jadual Kuliah di atas adalah sebagai satu panduan sahaja.
(The above lectures schedule serves as a guidance only.)